Rod J BeerVentures

Fieldwork Named the Official Non-Alcoholic Craft Beer of the San Jose Sharks

BERKELEY, Calif., Oct. 8, 2025 /PRNewswire/ -- Fieldwork today announced a multi-year partnership with the San Jose Sharks making Fieldwork the Official Non-Alcoholic Craft Beer of the San Jose Sharks. The collaboration will bring Fieldwork's award-winning approach to non-alcoholic craft beer to San Jose's SAP Center and Tech CU Arena. The partnership also features a collaboration with Sharks' Right Wing Tyler Toffoli, who will support community initiatives, fan experiences, and exclusive content celebrating Sharks hockey and responsible enjoyment.

Beginning with the Sharks' home opener, fans can enjoy Fieldwork's non-alcoholic portfolio—including Headliner NA IPA, Day Money NA Grapefruit Blonde, Fieldwork Light NA American Pils, and Supertonic mocktails—alongside a rotating selection of Fieldwork's traditional beers at select concession stands and premium spaces across SAP Center and Tech CU Arena. This lineup delivers the flavor, aroma, and balance craft drinkers expect, offering options that fit seamlessly into game nights, celebrations, and the everyday moments in between.

"We're thrilled to welcome Fieldwork as a beverage partner and as our Official Non-Alcoholic Craft Beer," said Mike McCarroll, Vice President, Guest Experience San Jose Sharks. "Our fans asked for more inclusive beverage choices without compromising taste. Fieldwork's quality and Bay Area footprint make them the perfect partner to elevate the in-arena experience."

Founded in Berkeley, Fieldwork has grown to 10 Northern California locations, each one a community hub where craft beer & beverages are enjoyed among friends and neighbors. This partnership expands Fieldwork's presence to the South Bay while underscoring the brewery's commitment to innovation and hospitality.

"Hockey nights are about community," said Barry Braden, CEO, Fieldwork Brewing. "We built our non-alcoholic program so everyone from die-hard supporters to designated drivers can raise a can together. Teaming up with the Sharks, and working with Tyler Toffoli, lets us share great beer, with and without alcohol, with more people in more moments."

As part of the agreement, Toffoli will appear in co-branded campaigns and limited-edition activations during the season.

"I'm excited to team up with Fieldwork," said Tyler Toffoli. "Their non-alcoholic beers taste amazing and give fans a true craft option whether they're at the game or celebrating after.

Partnership Highlights

In-Arena Availability: Fieldwork non-alcoholic beers at SAP Center concessions, clubs, and select premium suites starting October 9, 2025.
Limited-Edition Can Drops: Sharks-themed packaging at Fieldwork locations and participating retailers across the Bay Area.
Content & Fan Experiences: Watch parties, meet-and-greets, and fan giveaways throughout the season.
Responsible Enjoyment: Educational touchpoints created jointly by Fieldwork and the Sharks.

For more information on the Sharks partnership and all things Fieldwork, visit drinkfieldwork.com, and follow Fieldwork on Instagram @drinkfieldwork.

About Fieldwork

Founded in Berkeley, California in 2014, Fieldwork is known for crafting innovative beverages with a focus on quality and community. With eight taprooms and two more coming across Northern California, Fieldwork has become a go-to for drinkers seeking something fresh, bold, and unapologetically local.

About Sharks Sports & Entertainment

Sharks Sports & Entertainment (SSE) is the parent company of the San Jose Sharks of the NHL and San Jose Barracuda of the AHL. It oversees management of the city-owned SAP Center at San Jose, the premier sports and entertainment venue in Santa Clara County. SSE also manages three Ice facilities throughout the Bay Area: Sharks Ice at San Jose, which includes Tech CU Arena, Sharks Ice at Fremont, and the Oakland Ice Center operated by Sharks Ice. Headquartered in San Jose, California, the Sharks employ 300+ full-time employees and 1,250+ during events. Collectively, this group is known as Team Teal.

MICHELOB ULTRA ZERO TO MAKE ITS DEBUT IN CANADA

Labatt builds on portfolio momentum with another non-alcoholic beer, enhancing moderation options for Canadians

TORONTO, Oct. 2, 2025 /CNW/ - Today, Canada's leading brewer, Labatt Breweries of Canada, announced the launch of Michelob ULTRA Zero, a non-alcoholic beer brewed for an active lifestyle. With 0.0% alc./vol. and 30 calories per can (355mL), Michelob ULTRA Zero is the newest addition to the rapidly expanding non-alcohol beer category, crafted to give adults of legal drinking age more choice in social occasions. With Corona Cero already ranked as the number one non-alcoholic beer in Canada*, this innovation expands Labatt's portfolio of moderation-driven choices.

"Labatt's commitment to Canadian consumers drives us to innovate and expand in categories where we see demand growing," said Doug Port, Vice President, Ready-To-Drink and Non-Alcoholic Beverages, Labatt Breweries of Canada. "With the non-alcohol beer segment continuing to gain momentum in Canada, this is the ideal time to debut another alcohol-free beer with Michelob ULTRA Zero."

In addition to building on Michelob ULTRA's core product offering, Michelob ULTRA Zero will also be included in the brand's marquee sports partnerships, including the National Basketball Association (NBA) in Canada, the PGA TOUR and the upcoming FIFA World Cup 2026™.

"These partnerships showcase the brand on some of the world's biggest stages, creating more opportunities for fans to try and enjoy Michelob ULTRA Zero," continued Port. "By complementing these major cultural moments with non-alcoholic options, it further delivers on Labatt's commitment to offer meaningful brand experiences, while promoting choice and responsible consumption."

Michelob ULTRA Zero will be available at participating retailers across Canada starting at the end of October, in 6x355mL-pack and 12x355mL-pack can formats.

*Source: Data/claim comes from the published provincial sales source (Nielsen) using July YTD data.

About Labatt Breweries of Canada

Labatt Breweries of Canada is one of Canada's most established businesses and its leading beverage company, with over 3,500 employees; an unmatched portfolio of more than 70 quality beers including Bud Light, Busch, Corona, Michelob Ultra and Modelo Especial, ready-to-drink products including Cutwater, Mike's Hard and NÜTRL, and non-alcoholic products including Budweiser Zero and Corona Cero; six key breweries; and four craft breweries from coast-to-coast. Our employees are the driving force behind our business – brewing the world's most loved beverages, building iconic brands and creating meaningful experiences for Canadians. Through 178 years of brewing excellence, we are always looking to serve up new ways to meet life's moments, dream big to move our industry forward and make a meaningful impact in our communities through a collective purpose of creating A Future with More Cheers.

John Mulaney Partners with Years, the Midwest-Brewed Non-Alcoholic Beer Changing the Game

Together, the comedian and non-alcoholic beer show that NA drinking can be full-flavor and uncompromising in taste and style

CHICAGO, Oct. 1, 2025 /PRNewswire/ -- Years, the non-alcoholic beer brewed in the Midwest with a culture-first approach, kicked off Sober October today by announcing that comedian, writer and actor John Mulaney has officially partnered with the brand as it launches its first national creative campaign. Inspired by his own journey and his love for the non-alcoholic beer, Mulaney brings his signature humor and authenticity to Years at a pivotal moment of growth and expansion.

Mulaney's connection to the brand started simply: he got a sample from friends, tried it, loved it, and began drinking it regularly, even sharing it on set. That genuine enthusiasm made him a true partner, not just a spokesperson. Known for his wit and candor, Mulaney brings levity to a space that can often feel stigmatized, reframing non-alcoholic choices as ways to stay social, have fun, and enjoy life more fully.

"Years actually tastes like beer, which is a relief because that's kind of the point," said Mulaney. "Years feels like a beer you reach for in a cooler in a driveway, watching someone who won't get a gas grill try to light the coals. Like me, it's completely and totally Midwestern but might appeal to a fancy city crowd. Simply put, Years feels like the first beer you've ever had. It's authentic. And authenticity takes Years."

Years NA co-founder and Chicago-based brand builder Pat Corcoran, who is alcohol-free, sees the partnership as a natural fit: "I started Years to prove that alcohol-free living is about more, not less — more fun, more connection, more life, and zero hangovers. Years is about great beer, real connection, and celebrating a life well-lived. Partnering with John was an easy choice; his story is inspiring, and after getting to know him, I can say with confidence that he's the real deal. I couldn't be happier to be working together, and I'm excited for what we can build in the NA space alongside Pilot Project."

The brand was founded by Corcoran, who partnered with Pilot Project Brewing, a rapidly growing beverage accelerator, to bring the brand to life. Corcoran, an investor in Pilot Project because of its proven ability to help founders scale beverage companies, developed the vision for Years as a bold, celebratory take on non-alcoholic beer. With Pilot Project's track record of incubating and scaling standout beverage brands, and Corcoran's vision at the helm, Years NA launches as a design-forward, culture-driven brand redefining what non-alcoholic beer can mean.

"Having spent much of my career launching beer startups at Pilot Project Brewing, I've seen how much potential there is for innovation in this space," said Pilot Project co-founder Dan Abel. "With Years, we set out to make non-alcoholic beer that's every bit as bold, complex, and satisfying as the best traditional brews. From our Original Pils to the new Belgian Wit, every style is crafted to stand on its own—great beer, period. Years isn't about compromise; it's about raising the standard for taste and quality in NA brewing."

The new campaign, developed in collaboration with Mulaney, reflects this perspective with humor and personality, showing that non-alcoholic beer can be about joy, connection, and culture, not just sobriety. Supported by social content, paid media, and in-store activations, the campaign brings to life the brand's philosophy: it's not the years in your life, it's the life in your years.

Years is available across the Midwest, as well as on the West Coast and in Texas, with distribution rapidly expanding. For drinkers outside retail markets, the beer ships nationwide through YearsBeer.com and is available in three styles:

Pilsner: Zuper Saazer hops lend their noble character; floral, gently herbal, and delicately spiced that is balanced against a clean, lean malt profile. The result is a beer that finishes dry, refreshing, and refined, with just enough hop nuance to invite another sip.
Pale Ale: Cascade, Citra, and Centennial hops shine with bright grapefruit, citrus peel, and a touch of pine. Crisp, refreshing, and full of hop character, it's a throwback to the kind of beer that made people fall in love with hops in the first place, sans the alcohol.
Wit (Coming Soon!): This witbier pays homage to one of Belgium's most beloved styles with a faint haze and a soft, silky body. The flavor is led by a bright burst of orange, bringing zesty citrus aromatics that carry through each sip. Beneath that fruit-forward character, a delicate touch of coriander adds a subtle spice, giving the beer its familiar depth and balance. Light carbonation keeps the palate lively, and the finish is crisp, refreshing, and endlessly drinkable.

About Years

Years NA was founded by Chicago-based founder and brand builder Patrick Corcoran, who partnered with Pilot Project Brewing to bring the brand to life. Corcoran, an investor in Pilot Project because of its proven ability to help founders scale beverage companies, developed the vision for Years as a bold, celebratory take on non-alcoholic beer. With Pilot Project's track record of incubating and scaling standout beverage brands, and Corcoran's vision at the helm, Years NA launches as a design-forward, culture-driven brand redefining what non-alcoholic beer can mean. With flagship styles like Original Pils and Classic Pale, and new releases such as Belgian Wit, Years is crafted with the same care, character, and flavor as the best traditional beers. Rooted in the belief that "it's not the years in your life, it's the life in your years," the brand exists for people who want to stay in the moment, celebrate fully, and bring something great to the table—whether or not they're drinking. Years is available across the Midwest, West Coast, and Texas, and ships nationwide via YearsBeer.com.

About Pilot Project

Pilot Project Brewing is the country's first-of-its-kind beverage incubator. Launched in August 2019, Pilot Project was created to help support talented brewers in an industry with exceptionally high barriers. Modeled after the music industry, Pilot serves to launch and scale start-up beverage companies, offering assistance with fine-tuning recipes, production scaling, business development, marketing, distribution, and more. Since its inception, Pilot Project has launched 23 beverage brands (nine of which are women-led!), including nationally recognized brands like female-founded Luna Bay Hard Kombucha and ROVM Hard Kombucha; Black-owned Funkytown Brewery; travel-inspired Brewer's Kitchen; Indian-led Azadi Brewing; Donna's Pickle Beer; and others. Pilot maintains breweries and tasting rooms in both Chicago, IL and Milwaukee, WI. For more information, please visit www.pilotprojectbrewing.com or follow along on social media at @pilotprojectbrewing.

Alcoholic Beverages Industry to Reach USD 2.2T by 2030 as Premiumization and Policy Shifts Drive Growth

HYDERABAD, India, Oct. 2, 2025 /PRNewswire/ -- According to a new report by Mordor Intelligence, the global alcoholic beverages industry is set to grow from USD 1.83 trillion in 2025 to USD 2.2 trillion by 2030, at a CAGR of 3.57%, driven by premiumization, policy liberalization, and evolving consumption habits. A post-COVID rebound in international tourism, generating over USD 1.6 trillion in visitor receipts last year, has reignited on-premises demand in hotels, restaurants, and resorts globally. The alcoholic beverages market growth is driven by rising consumer preference for low- and no-alcohol products, growing tourism and hospitality activities, product differentiation in packaging and alcohol content, and an expanding social drinking culture. These factors are collectively shaping the market's evolution across both established and emerging regions.

Market Shifts and Emerging Narrative

Premiumization remains the central narrative shaping the alcoholic beverages market. Global players are pruning low-margin portfolios to focus on upscale products, while regional distillers scale craft offerings to capture rising middle-class spending. In Asia-Pacific, where a growing middle class drives consumption of spirits, beer, wine, and craft spirits, omnichannel distribution models are widening their reach. Online sales, subscription models, and grocery tie-ins have transformed purchasing behavior, blending convenience with lifestyle-driven discovery.

At the same time, sustainability is moving from a marketing add-on to a business imperative. Producers are investing in recyclable aluminum cans, eco-friendly closures, and water-positive distilleries to win environmentally conscious consumers. Innovations such as paper-based liquor bottles and smart packaging demonstrate how differentiation increasingly relies on both form and function.

Industry Landscape Breakdown

Tourism plays a powerful multiplier effect across the alcoholic beverages market. As destinations emphasize culinary and cultural experiences, demand for premium local labels has surged. Souvenir purchases, duty-free corridors, and collaborations with airlines and hotels are embedding regional identity into global consumption.

The rise of low- and non-alcoholic beverages highlights another structural shift. With the World Health Organization linking alcohol to millions of preventable deaths annually, public health concerns are driving consumer and regulatory momentum. From Ireland's mandatory cancer warning labels to the U.S. Surgeon General's warnings on cancer risks, stricter frameworks are reshaping product innovation. Leading companies like Constellation Brands and Diageo are investing heavily in non-alcoholic and low-ABV portfolios to tap into a broader base without cannibalizing traditional sales.

Digital influence is equally transformative. Platforms such as Douyin in China are reshaping drinking culture by merging lifestyle content with mixology trends, making alcoholic beverages more accessible to younger consumers. In the Middle East, policy changes in Saudi Arabia to permit licensed outlets reflect a dramatic departure from prohibition-era restrictions, creating new market frontiers in the Gulf.

Regional Insights and Growth Hotspots

The Middle East and Africa stand out as the most dynamic growth hotspots. Saudi Arabia's upcoming licensing framework is expected to approve 600 outlets by 2026, unlocking unprecedented opportunities for international producers and local joint ventures. The United Arab Emirates continues to serve as a re-export hub, funneling premium spirits across the GCC, while South African wineries leverage duty-free trade to offset domestic challenges.

North America and Europe maintain maturity but remain lucrative markets. Premiumization trends, craft provenance, and functional low-ABV variants drive incremental growth. Europe's tightening regulations, from health warnings to sustainability mandates, are pushing producers to balance compliance with innovation. Meanwhile, South America reflects mixed signals premium spirits market in Brazil holds steady, but inflationary headwinds in Argentina and Colombia challenge discretionary spending.

Companies Defining the Competitive Edge

The competitive landscape is defined by a blend of consolidation and innovation. Diageo's acquisition of Ritual Zero Proof in 2024 underscored a growing focus on non-alcoholic spirits, while Anheuser-Busch InBev and Heineken continue to scale omnichannel distribution and functional product innovations. Constellation Brands' stake in non-alcoholic start-up Hiyo signals how incumbents are proactively diversifying to align with consumer health trends.

Tech adoption is another driver. AccelPay's 2025 acquisition of Cask & Barrel Club reflects how digital platforms are transforming alcohol commerce. From subscription clubs to direct-to-consumer channels, technology is helping smaller producers bypass traditional distribution bottlenecks.

Packaging innovation also sets leaders apart. Diageo's paper-based Bailey's prototype and smart NFC-enabled closures illustrate how brands blend sustainability, authenticity, and customer engagement in a single bottle.

To read more about the trends driving the alcoholic beverages market growth, visit: https://www.mordorintelligence.com/industry-reports/alcoholic-beverages-market?utm_source=prnewswire

Alcoholic Beverages Industry Segmentation

By Product Type

Beer
- Ale Beer
- Lager
- Non/Low-Alcohol Beer
- Other Beer Types
Wine
- Fortified Wine
- Still Wine
- Sparkling Wine
- Other Wine Types
Spirits
- Brandy and Cognac
- Liqueur
- Rum
- Tequilla and Mezcel
- Whiskies
- White Spirits
- Other Spirit Types

By End User

Male
Female

By Packaging Type

Bottles
Cans
Others

By Distribution Channel

On-Trade
Off-Trade
- Specialty/Liquor Stores
- Others Off-Trade Channels

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Ohio Craft Brewers Call for Reasonable Regulation of Hemp-Derived THC Beverages

COLUMBUS, Ohio — The Ohio Craft Brewers Association, representing the state’s more than 400 small and independent breweries, supports the continued ability of our member breweries to produce and sell Ohio Department of Agriculture compliant, low-dose, intoxicating hemp beverages. This innovative category offers a vital new revenue stream for our small businesses, meets evolving consumer demands and reinforces Ohio's position as a leader in craft beverage production.

Governor DeWine’s public health emergency declaration and ban of the sale of intoxicating hemp products, while well-intentioned, ignores the diligence and rigorousness of the manufacturing practices Ohio craft breweries follow to ensure the safety of all of their products. The Ohio Craft Brewers Association calls for the General Assembly to put forth reasonable regulation of these products, with input from responsible manufacturers and sellers of intoxicating hemp beverages, rather than enacting a total ban.

"Ohio's craft breweries have always been pioneers, exercising their creativity and innovating to meet the ever-evolving tastes of our consumers," said Mary MacDonald, executive director of the Ohio Craft Brewers Association. "The production and sale of intoxicating hemp beverages are a natural evolution for our industry. They allow local breweries to leverage their existing manufacturing expertise, safety protocols, equipment and distribution networks to tap into the fast-growing markets for alcohol alternatives."

The safe, responsible production of low-dose intoxicating hemp beverages by Ohio craft breweries is a response to clear market demand:

Consumer Preference Shift: A growing number of consumers, particularly younger adults of legal drinking age, are seeking out mindful, low-calorie and non-alcoholic options for social occasions. Intoxicating hemp beverages manufactured by breweries provide a safe and appealing beverage selection.
Economic Opportunity for Local Businesses: Ohio's craft brewing industry currently contributes over $1.29 billion to the state's economy and supports thousands of jobs. Diversifying product lines and offering intoxicating hemp beverages provides a crucial new source of revenue, helping brewery taprooms weather economic fluctuations, and continue to invest in their communities.
A Natural Fit for Craft Production: Craft breweries possess the necessary infrastructure—from quality control and production to established distribution channels—to responsibly manufacture and deliver a safe, consistent, high-quality beverage product.
Responsible Beverage Service: Craft brewery taprooms already follow the procedures required for serving alcoholic beverages. All staff are properly trained to verify that patrons consuming these products are of legal age, and they observe responsible service practices to ensure the safety and well-being of all guests.

"Brands including Urban Artifact’s Coastalo, Fifty West Brewing Company’s Sunflower Seltzer and Seventh Son Brewing Co.’s Green Buddy are already proving the commercial viability of this segment," added MacDonald. "These products are crafted with the same commitment to quality and transparency that define Ohio craft beer. We are confident in our members’ ability to responsibly manage the manufacture and sale of this product category within all current and future regulatory framework."

The Ohio Craft Brewers Association urges policymakers to recognize this industry pivot as an opportunity to support local, job-creating manufacturers and to establish clear, robust regulations that ensure product safety, quality control and restricted access to adults aged 21 and over.

Founded in 2007, the Ohio Craft Brewers Association is a nonprofit guild that exists to promote, preserve, diversify and unify Ohio’s craft brewing industry. We aspire to be recognized as the industry leader at both state and national levels for preserving the art of making high-quality, unique craft beer; to serve as the unified voice for craft brewers across the state; to advocate on behalf of the Ohio craft beer industry; to contribute to systemic, local community development by driving economic and job growth, while creating experiences that bring people together; to promote safe, responsible enjoyment of Ohio craft beer; and to serve as a beacon for local production and manufacturing through craft beer, resulting in diverse choices for consumers.